Association of Hispanic Advertising Agencies (AHAA) Rallies Industry Leaders to Tackle Portable People Meter (PPM) Challenges
AHAA Chairman Jose Lopez-Varela Announces Members of PPM Council MIAMI and McLEAN, Va., May 19 /PRNewswire-USNewswire/ -- In the wake of swirling opinions and concerns over the preliminary ratings of Hispanic radio audiences using Portable People Meters (PPM), the Chairman of the Association of Hispanic Advertising Agencies (AHAA) Jose Lopez-Varela announced today the members of the newly formed AHAA Council on PPM. These industry leaders, representing Hispanic radio broadcasters and Hispanic-specialized agencies and led by Isabella Sanchez, vice president and managing director of Tapestry, will assess the issues and opportunities with the new electronic measurement system. The Council is tasked with ensuring that the methodology and design of the Hispanic sample accurately represents the Hispanic population and their listening behavior.
Members of the AHAA Council on PPM were announced, and those present recognized, at the Radio Ink Hispanic Radio Conference in Miami today. Members include: -- Gloria Constanza
"We've assembled a team of Hispanic advertising and media heavy hitters that understand the critical importance of moving to electronic measurement while maintaining the integrity of our market," says Lopez-Varela. "The preliminary launch of PPM resulted in enormous declines in Hispanic radio audience size, station rankings, and time Hispanics spent listening to their favorite stations. Members of our industry have cited multiple flaws in the methodology, measurement (exposure to radio signal versus preference), design and implementation which all will be addressed by the AHAA Council on PPM." Next steps for the Council will be a meeting of all representatives to lay out the concerns in-depth and begin developing a path to effective adoption of the new rating system. "Without reform, PPM implementation could have serious consequences for the Hispanic advertising and media industry," says Sanchez. "The Council will be a forum to unite our issues, identify problem areas and try to create resolution that will benefit everyone." Lopez-Varela chose to make the announcement at The Radio Ink Hispanic Radio Conference following a panel discussion in which both he and Sanchez participated. The Radio Ink Hispanic Radio Conference is the only conference dedicated solely to Hispanic radio and focuses on the issues, challenges and opportunities that Hispanic radio broadcasters face in serving their communities and their advertisers. "PPM is a hot topic at the conference and we want to ensure our media partners that AHAA is taking bold steps to ensure we are connected on this issue."
About AHAA : The Association of Hispanic Advertising Agencies (AHAA) is the national organization of firms that specialize in marketing to the nation's more than 46 million Hispanic consumers, the most rapidly growing segment of the American population. AHAA promotes the strength of the Hispanic marketing and advertising industry to the private and public sectors. AHAA agencies offer a unique blend of cultural understanding, market intelligence, proven experience and professionalism that deliver Hispanic market success for clients. AHAA agencies help organizations gain market share, increase revenue and grow profits by building the bridges and delivering the messages to reach America's Hispanic consumers, who together have an estimated buying power of nearly $1 trillion. Visit www.ahaa.org for more information. For more information about the Association of Hispanic Advertising
CONTACT: Elinor Kinnier on behalf of Association of Hispanic Advertising Web Site: http://www.ahaa.org/
2008-05-19 16:20:41 0365650 PRNEWSWIRE
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